Brioni Taps Metallica for New Campaign

The heavy metal veterans Metallica have become the centerpieces of a new Brioni menswear campaign. Lead singer James Hetfield, drummer Lars Ulrich, guitarist Kirk Hammett, and bassist Robert Trujillo dress in black suits and also in white tuxedos for the campaign steered by the label’s new creative director, Justin O’Shea.

Brioni was founded in 1945, while Metallica formed in 1981. O’Shea succeeded Brendan Mullane as creative director at Kering’s Italian house in April. The Business of Fashion broke the news of the new campaign.

A new Brioni logo uses gothic lettering, a style frequently associated with the metal scene, while a Metallica group shot references the iconic music video for Queen track “Bohemian Rhapsody.” The unveiling was made in advance of Brioni’s July 4 fashion show during Paris couture week. The label is one of many fashion houses to use musicians for their campaigns. –Relaxnews